Microsoft Games Studios has declared that if the company were to lose its way with the Halo franchise, then the Xbox brand would start to falter too.
"If we lose our way with Halo, we lose our way with Xbox," said Phil Spencer, the head of Microsoft Game Studios. "Because Halo and the importance of games like Call of Duty and other shooters, that state of the art needs to continue to move forward, and our team at 343 need to move forward with that. That's always going to be one of our success criteria."
The next installment into the Halo franchise, Halo 4, was announced at this year's E3. It's scheduled to release at some point during 2012, but given previous Halo releases, it will likely be around August/September.